Scaling Financial Wellness: Building and Growing a Personal Financial Management (PFM) Ecosystem
Client
Ottodigital
Overview
This is the project of developing and scaling a personal financial management (PFM) platform from the ground up—combining product innovation, partnership building, and regulatory readiness to create a more accessible and inclusive financial experience. From launching lending and investment products to redesigning the app experience, this project aimed to empower users to better manage, grow, and protect their money.
Impact
Achieved a 250x increase in active users, growing from 0.00001% to 0.0025% of the total user base (out of 2 million registered users), through the launch of Pede Pinter, an online lending partnership with JULO.
Launched Pede Hasil Lebih, enabling same-day mutual fund processing—introducing a new investment revenue stream.
Successfully introduced Pede Asuransi Instan Jangka Pendek, in collaboration with Allianz and Adira, adding a third revenue stream via digital insurance integration.
Approach
Product-Led Growth: Focused on building value-added financial features that directly addressed user needs in saving, borrowing, and protecting wealth.
Cross-Functional Collaboration: Worked across product, design, tech, business, legal, and external partners to deliver integrated experiences.
Regulatory Navigation: Ensured product and process compliance with financial authorities (OJK) to unlock scale and legitimacy.
User Experience Optimization: Invested in UX research and design iterations to deliver a simple, trusted, and mobile-first interface.
Process
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